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Most of the time I think of myself as a pretty with it kind of guy. An early-adopter. The person that knows the latest online trend before my friends do.
However I can’t seem to latch myself onto the idea of watching videos on my computer. Part of it is I don’t like waiting for videos to download and I also think video should be viewed larger and not smaller. Democracy might just be what I’ve needed in order to hold my interest long enough to get past my hesitancy. It’s like a Tivo for online video and downloads in the background so at the end of the day you have a full queue of videos.
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FeedRinse is a new site that offers you the chance to pre-filter the RSS feeds you subscribe to. Let’s say you’re subscribed to the ESPN NFL feed but really only care about teams in the NFC North. Simply import the feed to FeedRinse, set it to filter out any stories that don’t include the Lions, Packers, Bears and Vikings and you just created your own NFL feed. Pretty cool huh?
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Not that this should come as a big surprise to some of us in marketing, but here’s a story on an elaborate study that shows many words intended to imbue a brand with human qualities are ineffective. The study, conducted by researchers at the University of Michigan and Harvard University, used functional magnetic resonance imaging (fMRI) on study subjects to measure the effect of anthropomorphic marketing adjectives to describe a product or service. The study looked at 450 words such as: friendly, down-to-earth, sophisticated, warm-hearted, dependable, sincere, reliable, trustworthy cheerful, etc.
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Media coverage surrounding McClatchy’s recent acquisition of Knight-Ridder has understandably focused on the 32 newspapers included in the deal. However, a significant (and relatively under-publicized) aspect of the purchase is Knight-Ridder’s various online ventures. McClatchy inherits Knight-Ridder’s diverse interests in several online advertising and publishing sites. One agency executive valued Knight-Ridder’s Internet investments at more than $1 billion.
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Marketing isn’t that complicated. There are things that people have and there are things that people want.
Marketing works when people see/hear a message that genuinely helps them get what they want. The trouble is a lot of marketing announces itself as a message intended only to get what the marketer wants. Consumers tune those messages out and they simply become an indistinct white noise.
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